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Pricing and marketing strategy of a three-star hotel in Liberec
Lampelová, Martina ; Jenčková, Jiřina (advisor) ; Valentová, Jana (referee)
The aim of the thesis is to analyze the operation of a specific hotel in Liberec, identify weaknesses and deficiencies in management and promotion of the hotel and then give suggestions for improvement. The information necessary has been obtained from own research and from the questionnaire for employees and selected sample of guests. Theoretical information was used from professional publications, magazines and online articles.
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Strategy of an organisation
Podlešák, Ondřej ; Kovář, František (advisor) ; Král, Jan (referee)
The main goal of this thesis is to propose partial strategy of company named Centrum financni gramotnosti. The strategy must respect keeping or generating of competitive advantage. It is formed on basis of internal and external analysis. External analysis is divided into analysing environment and competition. PEST analysis and Porter's 5F analysis were used. Internal analysis covers the company's resources and products offered. For those, BCG analysis was performed. To decide which factors are critical, SWOT analysis is used. TOWS analysis helped to set the final strategy. All those methods were applied on real data. Outcome of the research is a proposal for new pricing strategy of the organisation.
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Cenová strategie vybraného hotelu
Cibulková, Michaela ; Jenčková, Jiřina (advisor) ; Indrová, Jarmila (referee)
The main purpose of this thesis is an analysis of pricing strategy of Hotel Imperial and its evaluation, which should results in proposal of changes leading to increase of effectivity and hotel's income. The diploma thesis is divided into four main parts. The first two chapters are devoted to a theoretical description of pricing strategy and distribution channels used in hotel business. The third part is focused on the analysis of hotel itself and its pricing strategy. The final chapter summarises the results and contains the proposal how to improve the pricing strategy based on the results of the previous analysis.
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Price strategy of hot water suppliers
Jonasová, Tereza ; Turnerová, Lenka (advisor) ; Průša, Přemysl (referee)
The thesis focuses on price strategy of hot water suppliers. The thesis consists of theoretical and practical part. The theoretical part focuses on pricing and strategic analysis. It also deals with the issue of production and distribution of hot water as well as particular suppliers in the Czech Republic. The thesis also contains a chapter dedicated to the price regulation issue. The practical part of the thesis concentrates on strategic analysis of company Distep a.s.
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The strategy of a business unit (selected aspects)
Kulíšková, Petra ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The aim of the thesis is to analyze and suggest adjustments to the product and price strategy of debit cards for the ČSOB company. The first chapter is focused on a marketing strategy. There is defined the preliminary stage of this strategy, and then a product and price strategy. The second chapter deals with strategic analysis and outline external and internal analysis. The third chapter is aimed at a banking system. In the fourth chapter is analyzed debit card's external environment of the ČSOB company. The last chapter deals with product and price strategy of ČSOB debit cards. The ČSOB debit cards are devided into segments to facilitate analytical process, and then are compared with debit cards of the two biggest rivals. This process results in proposed adjustments to the product and price strategy of debit cards for the ČSOB company.
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Restaurační minipivovary a rodinné pivovary v podmínkách České republiky
Pojmanová, Kateřina ; Vojík, Vladimír (advisor) ; Nožička, Břetislav (referee)
První část práce je věnovaná malým a středním podnikům, jsou zde obsaženy jejich definice, charakteristiky, vývoj, výhody a nevýhody spojenectví či možnosti poskytnutí různých druhů podpor pro malé a střední podniky. Další část práce se již zaměřuje na restaurační minipivovary a rodinné pivovary v ČR. Je zde zmíněna nejen historie piva a historie minipivovarů, ale i technologie výroby piva, rozdělení pivovarů dle velikosti či trendy v tomto rozvíjejícím se oboru. Dále je zde kapitola věnovaná ekonomické stránce v konkrétním restauračním minipivovaru, kde je provedena SWOT analýza, rozebrány jednotlivé nákladové položky týkající se výroby piva, přiblížena metoda stanovení ceny v tomto podniku a poslední část upozorňuje na spotřební daň z piva. Závěr práce je věnován vyhodnocení dotazníkového šetření, které bylo zaměřené na různé aspekty související s tímto tradičním oborem.
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Yield (revenue) management and its utilisation in hotel industry
Hanušová, Karolína ; Indrová, Jarmila (advisor) ; Kondrashov, Alexey (referee)
Tourism trade as well as hotel industry plays an important role in the services sector of the national economy of many countries, including the Czech Republic. The success of the whole branch is significantly influenced by demand fluctuations which usually occur in seasonal terms. Nowadays, however, when the world economy is afflicted by economical crisis, the demand downturns are apparent even in the times of high season. That is why the companies search for methods which would help to soften the impact of the crisis. Yield management appeared in hotel industry more than 20 years ago and is now used in many hotel chains and even small independent hotels. Its goal is to eliminate the demand fluctuation through an effective use of the hotel capacity. In practice it means to ensure that the right rooms are sold to the right customer for the right price. The aim of this thesis is a presentation of an application of Yield management theory in practice, in case of Hilton Prague hotel and to find out the opportunities of the Yield management to reduce the impact of economical crisis. First, we will need to define the base and principals of Yield management. Then we will apply them in practice to the Hilton Prague hotel. Finally, for the use of this hotel, we will examine the methods of smoothing the stroke of the crises.
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